Watches by Avi & Co. – The Frosted Collection

Making its grand appearance, The Frosted Collection is an exciting new addition to Avi & Co.’s Limited Edition series of watches. Featuring a unique finish to both the case and integrated bracelet, this timepiece maintains the majestic diamond bezel and dial design featured in the original Iced Collection.

Not only does Avi & Co. sell luxury watch brands such as Richard Mille, Patek Philippe, Audemars Piguet, and Rolex, but the brand is proud to officially showcase our latest collection of Limited Edition watches. For a secondary market watch company, this is quite a unique opportunity rarely ever attempted. For Avi Hiaeve, CEO and Founder, this means we’re about to take the next leap.

Evolving from the original design, this collection has jumped to a new level. Behind the frosted version of Avi & Co.’s latest model is something that Avi always wanted to create. “We were working on this for a while,” Avi says of the models’ production. “I like the fit. I like the way it looks. I like the way it sparkles. I like the way it hugs my wrist.”

The AH10 Frosted is assembled with 18K white gold or 18K rose gold and features a 40 mm case and 24.07 ct. Baguette-cut diamonds on the dial and bezel gorgeously complement its frosted bracelet and crown. Finished with a double fold-over clasp, these are priced at $130,000.

The AH17 Frosted is also assembled with 18K white gold or 18K rose gold and features a 44 mm case and 29.33 ct. Baguette-cut diamonds on the dial and bezel gorgeously complement its frosted bracelet and crown. Finished with a double fold-over clasp, these are priced at $150,000.

When I asked Avi how he would recommend people style the latest Frosted Collection, he said, “With anything. Their underwear if they want,” he laughs. “They just have to match it with some Avi & Co. jewelry, and then it will be perfect.” For our jewelry collection, be sure to stop by our New York City or Miami location to see what fits best.

Nicky Jam was the first person to purchase one of the latest frosted versions at Miami’s Art Basel event that Avi & Co. participated in. The singer effortlessly styled the timepiece with a sleek white button-down shirt, several rings, and Saint Laurent sunglasses. “Nicky Jam is like my brother,” Avi says. “He’s always supporting me. He was actually at the store the day before. He told me he was going to come back and buy my watch. I thought it was going to be in the near future, but he was back within 24 hours.”

Avi & Co. revealed our first-ever branded watches at the second store opening, Miami's Grand Opening on May 4th, 2023. The reveal of the Avi & Co. Limited Edition Iced Collection was a profound success. Aside from Avi, Floyd Mayweather owns two, and Nicky Jam, J Balvin, and Jas Limitless also own one. Many of Avi’s high-profile clients praise the quality and design.

Avi & Co. drew inspiration from the legacy of a man who built his home from the ground up. Our in-house designer created the exclusive timepiece in 2021. The pattern on the bracelet mimics the house’s deck, and the dial caricatures the brick of the driveway. It’s a legacy that future generations can carry on.

The reception of Watches by Avi & Co. has been tremendous. “I’m always curious to see how they feel,” Avi says of clients who purchased the timepiece. “Hearing the feedback from Floyd, Nicky, and Balvin, they love it! They say to me, ‘Avi, I don’t stop wearing this watch. It’s so comfortable.’ And I agree! I haven’t taken the watch off since [the Miami Grand Opening] May 4th.”

As part of the Miami Grand Opening, Avi debuted his first-ever Limited Edition timepieces as part of The Iced Collection. Created by Avi and his team in 2021, its Limited Edition establishes a legacy ready to be passed down for generations to come.

The AH10 comes in 18K white gold or 18K rose gold with a 40 mm case and 88.87 ct. for $291,599. The AH17 also comes in white or rose gold with a 44 mm case and 120.55 ct. priced at $371,099. Each piece has a double fold-over clasp and no hour markers on the dial. Powered by the automatic 3135 calibre, this timepiece has a 48-hour power reserve.

For the obvious, The Iced Collection is quite fully iced out, while their frosted counterpart versions have a frosted finish on both the bracelet and crown. This finish was achieved through a custom process utilizing Avi & Co.’s proprietary tooling that results in a fine grain and premium texture unlike any other.

As both collections are produced with high-quality GIA-certified diamonds, the journeys involve several meticulous steps. After the initial design process, the stones are sourced. The design is then entrusted to a skilled model maker who meticulously scans each stone and creates a prototype. A skilled jeweler assembles the components, and a setter works on securing the stones in place. The piece then undergoes a thorough polishing process. Once it reaches the final stages, it’s ready to shine.

The movement, power reserve, and bracelet clasp are all the same for both versions. Each collection also does a beautiful job at showcasing white gold and rose gold variations.

Richard Mille was founded in 2001. Their first watch, the RM 001 Tourbillon, sold for $135,00. It was Limited Edition of 17 pieces. Now, Richard Mille watches are worth up to $7 million. As a watch brand that’s also fairly new, could Avi & Co. watches be the beginning of a new watch era?

“I mean, yes, this was the dream,” Avi says excitedly, “to become a company like Richard Mille. It’s a lot of work to get there. I hope I have the ability and strength to get to the top.”

Avi built a trustworthy place, and there’s a reason Avi & Co. is regarded as one of the most trusted dealers. “Honesty is everything in a person,” Avi says. “If you’re honest, you can do anything. It’s important to be there for your customers entirely, celebrity or not. Anyone who spends a dollar with you, you have to appreciate and always look out for. It’s a happy thing when you have a relationship rather than just selling something and not dealing with the customer directly.”

Each watch in Avi & Co.’s growing collection is different. They are beginning to make headway and stand out from other popular luxury watch brands. “I feel like my watch is very unique for what it is,” Avi told me. “The fact that the bracelet looks like a piece of art. It’s a shiny watch. Eventually, we’ll come out with plain watches, more elegant watches, and different types of designs.”

Avi contemplates for a moment at the thought of how far his company has come. “I’m going to really put my thought into what’s next. We really could make this the next Richard Mille or Audemars Piguet company,” he finishes confidently.

You can find the perfect fit for your wrist size by measuring the circumference of your wrist. This will help you choose the watch diameter that suits you best. Check the lug-to-lug distance. If it’s too long, the watch may overhang on smaller wrists, affecting comfort.

Your style and the occasions you plan to wear the Limited Edition Avi & Co. watch should also influence your choice. A smaller watch may be perfect for formal occasions, while a larger one could be ideal for casual wear.

In contemporary fashion, the trend in watch selection is shifting toward a more inclusive approach. Men are increasingly drawn to statement pieces adorned with gemstones, exemplified by celebrities like Floyd Mayweather who appreciates the regal feel of diamond-pave watches. Conversely, women are favoring larger, cleaner, and more simplified watch cases. Watch enthusiasts in general are prioritizing comfort and personal preference over society’s expectations.

When in doubt, stop by our New York City or Miami location to try it on in person. Pay close attention to how it feels, as well as the overall aesthetics. If you enjoy something flashier, the diamond-pave version would be perfect for you. If you prefer something that shines with not as many diamonds, the frosted timepiece should be your go-to.

And who knows? Perhaps additional case sizes will be added in the near future to our collections.

There are diamond-pave watches, frosted watches, and diamond jewelry. When I asked Avi if there was more to come, he answered in mysterious Avi-fashion, “Stay tuned. I’m very excited for what’s coming next.”

Avi & Co. is the most trusted dealer with a wide variety of cases in different sizes depending on your preference. All watches are inspected by our in-house watch repairman, and they are guaranteed 100% fully functional and authentic. Every watch is backed by our worry-free, two-year warranty.

If you are unsure of what size would best suit your wrist, our highly knowledgeable sales executives will be happy to go the extra mile to assist you. Our outstanding customer service does not end once your watch is delivered. We strive to build long-lasting relationships with all our customers by remaining connected.

We look forward for you to be part of our legacy.